Consumer Behavior Hawkins chap 1

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What you will le

What you will learn

arn

Session 2:

ross-Cultural Vari

ross-Cultural Variations, and Grations, and Group Influenceoup Influence

on Consumer Behavior

Session 1:

Consumer behaviour and Maretin! strate!"

Session #: Session #: Customer $erception Customer $erception Session %: Session %:

Consumer learnin!, memor",

and product positionin!

Session 1&: Session 1&: Information search Information search Session ': Session ': Session 11: Session 11:

(lternative )valuation, and Selection

Session 12:

$ost-purchase processes, customer satisfaction,

and customer

and customer commitmentcommitment

Session *:

Motivation, $ersonalit", )motion

Session +:

(ttitudes and

(ttitudes and Influencin! (ttitInfluencin! (ttitudesudes

Session 1#: Session 1#: r!aniations as consumers r!aniations as consumers Session 1%: Session 1%:

Group $ro.ect presentation

Session /: Session /: (rticle presentation (rticle presentation Session 0: Session 0:

he $rocess and $roblem eco!nition

Session 1*: 3inal e4am

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CHAPTER

01

Consumer

Behavior and

Marketing

Strategy

McGraw-Hill/Irwin

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Define onsumer !ehavior Define onsumer !ehavior

Summari"e the a##$iations of

Summari"e the a##$iations of onsumer !ehavior onsumer !ehavior

E%#$ain ho& onsumer !ehavior an !e used to E%#$ain ho& onsumer !ehavior an !e used to deve$o# marketing strategy

deve$o# marketing strategy

E%#$ain the om#onents that onstitute a

E%#$ain the om#onents that onstitute a one#tua$one#tua$ mode$ of onsumer

mode$ of onsumer !ehavior !ehavior

Disuss issues invo$ving onsum#tion meanings and Disuss issues invo$ving onsum#tion meanings and firm attem#ts to inf$uene them

firm attem#ts to inf$uene them

'earning (!)etives

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Target Marketing.

Target Marketing. Pepsi?Pepsi?Pepsi?Pepsi?



 _{Can you predict the}_{Can you predict the characteristics of the}_{Can you predict the}_{Can you predict the}_{characteristics of the}_{characteristics of the}_{characteristics of the}

average Pepsi consumers?

average Pepsi consumers? average Pepsi consumers?



 _Behavioural_Behavioural_Behavioural_Behavioural 

 _{Psychographic}_{Psychographic}_{Psychographic}_{Psychographic} 

 ProfileProfile_Profile_Profile

https://www.youtue.com/watch?v!"#$kyg%&' https://www.youtue.com/watch?v!"#$kyg%&' https://www.youtue.com/watch?v!"#$kyg%&' https://www.youtue.com/watch?v!"#$kyg%&' (o (o (o (o Source:

Source: N. ZmN. Zmuda, “Forget uda, “Forget Golf,”Golf,” Advertisi Advertising Ageng Age, October 10, 2011, p. 8., October 10, 2011, p. 8.

Consumer Behavior In The News…

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Source:

Source: N. ZmN. Zmuda, “Forget uda, “Forget Golf,”Golf,” Advertisi Advertising Ageng Age, October 10, 2011, p. 8., October 10, 2011, p. 8.

Consumer Behavior In The News…

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Consumer ehavior

Consumer ehavior is theis the

study of individuals, groups, or study of individuals, groups, or organizations and the

organizations and the processesprocesses

they use to

they use to select, secure, use,select, secure, use,

and

and disposedispose of products, of products,

services, experiences, or ideas services, experiences, or ideas to satisfy needs and the impacts to satisfy needs and the impacts that these processes have on that these processes have on the consumer and society.

the consumer and society.

Consumer Behavior and Marketing Strategy

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).

). Marketing *trategy Marketing *trategy Marketing *trategy Marketing *trategy

https://www.youtue.com/watch?v!+,"uk-0nw https://www.youtue.com/watch?v!+,"uk-0nw https://www.youtue.com/watch?v!+,"uk-0nw https://www.youtue.com/watch?v!+,"uk-0nw . 1egulatory Policy . 1egulatory Policy . 1egulatory Policy . 1egulatory Policy http://study.com/academy/lesson/government+ http://study.com/academy/lesson/government+ http://study.com/academy/lesson/government+ http://study.com/academy/lesson/government+ regulation+agencies+for+consumer+protection.html regulation+agencies+for+consumer+protection.html regulation+agencies+for+consumer+protection.html regulation+agencies+for+consumer+protection.html 2. *ocial

2. *ocial MarketinMarketing g

2. *ocial Marketing 2. *ocial Marketing https://www.youtue.com/watch?v!Ty3t34sk56k https://www.youtue.com/watch?v!Ty3t34sk56k https://www.youtue.com/watch?v!Ty3t34sk56k https://www.youtue.com/watch?v!Ty3t34sk56k

5. 7nformed 7ndividuals: reading 8

5. 7nformed 7ndividuals: reading 8 Egag!g t"e #o$umerEgag!g t"e #o$umer

o Su$ta!ab!l!t%: &"e Freedom of 'ata” o Su$ta!ab!l!t%: &"e Freedom of 'ata” ("ttp:))***

("ttp:))***..btplc.com)+etterfuture)btplc.com)+etterfuture)!deo$)&"eFreedom!deo$)&"eFreedomof'of' ata)!de-."tm

ata)!de-."tm

A##$iations in Consumer Behavior

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Marketing Strategy and Consumer

Behavior

Marketing Strategy and Consumer Behavior

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).

). The ConsumersThe ConsumersThe ConsumersThe Consumers

.

. The Company The Company The Company The Company

2.

2. The CompetitorsThe CompetitorsThe CompetitorsThe Competitors

5.

5. The ConditionsThe ConditionsThe ConditionsThe Conditions

Market Ana$ysis Com#onents

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Market segmentation

is a portion of a larger

mar#et $hose needs

differ from the larger

mar#et.

Market

Market Segmentatio

Segmentation

n

Market Segmentation

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%ar#et &egmentation 'nvolves (our &teps) %ar#et &egmentation 'nvolves (our &teps) 1.

1. IdeIdentintifyifying ng ProProducduct-Rt-Relelateated Nd Neeeed Sd Setsets:: thethe

need*value*+enefit sets that the firms current or need*value*+enefit sets that the firms current or potential product might satisfy

potential product might satisfy 2.

2. GroGroupiuping Cng Cusustomtomers ers iit! St! Simimililar Nar Need eed SetSetss ".

". #e#escscriri$i$ing ng %a%ac! c! GrGrououp:p: in terms of in terms of demographics,demographics, lifestyles, and media usage

lifestyles, and media usage &.

&. SeSeleclectinting an g an ''ttrttractacti(i(e See Segmgmentent)s* t)s* to Seo Ser(er(e

Market

Market Segmentatio

Segmentation

n

Market Segmentation

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Market

Market Segmentatio

Segmentation

n

Market Segmentation

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

 Marketing *trategyMarketing *trategy is the ans$er to _{Marketing *trategy}_{Marketing *trategy} is the ans$er to the uestion)the uestion) +o ill e pro(ide superior

+o ill e pro(ide superior customer (aluecustomer (alue to ourto our

target mar,et? target mar,et?



 !is reuires t!e formulation of a consistent!is reuires t!e formulation of a consistent marketing mi9

marketing mi9

marketing mi9 , $hich includes the, $hich includes the

1.

1. Product Product Product Product

2.

2. CommunicationsCommunicationsCommunicationsCommunications

".

". PricePricePricePrice

&.

&. #istri$ution#istri$ution/ and #istri$ution/ and #istri$ution

0.

0. Ser(icesSer(icesSer(icesSer(ices

Marketing Strategy

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/he

/he consumer decision process intervenes +et$een

consumer decision process intervenes +et$een

the

the mar,eting strategy

mar,etin

mar,eting strategy

g strategy , as implemented in the

, as implemented in the

mar,eting mi

mar,eting mi , and the

, and the outcomes

outcomes..

outcomes

/he firm can succeed only if consumers see a need

that its product can solve, +ecome a$are of the

product and its capa+ilities, decide that it is the +est

availa+le solution, proceed to +uy it, and +ecome

satisfied $ith the result of the purchase.

Consumer Deisions

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).

). 0irm utcomes:

0irm utcomes:

0irm utcomes: product*+rand position0 &ales

0irm utcomes:

product*+rand position0 &ales

and profit0 ustomer satisfaction

.

. 7ndividual utcomes:

7ndividual utcomes:

7ndividual utcomes: need satisfaction0

7ndividual utcomes:

need satisfaction0

'n2urious consumption

2.

2. 2. *ociety utcomes:

*ociety utcomes:

*ociety utcomes: economic outcomes,

*ociety utcomes:

economic outcomes,

environment outcome, social $elfare

(utomes

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Creating *atisfied Customers

Creating *atisfied Customers Creating *atisfied Customers

Pella "indows on Creating

Pella "indows on Creating *atisfied Customers through*atisfied Customers through 'uality

'uality https://www.

https://www.youtue.com/user/Pyoutue.com/user/Pella"indowsaella"indowsand;oorsnd;oors

(utomes

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verall Conceptual Model of Consumer Behavior

verall Conceptual Model of Consumer Behavior verall Conceptual Model of Consumer Behavior

The *ature of

The *ature of Consumer Behavior

Consumer Behavior

The *ature of

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49ternal 7nfluences

 CultureCulture

 #emograp!ics and social stratification #emograp!ics and social stratification

 %t!nic/ religious/ and regional su$cultures %t!nic/ religious/ and regional su$cultures  amilies and !ouse!olds amilies and !ouse!olds

 Groups Groups

The *ature of

The *ature of Consumer Behavior

Consumer Behavior

The *ature of

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7nternal 7nfluences



_Perception

 3earning

3earning

 4emory

4emory

 4oti(es

4oti(es

 Personality

Personality

 %motions

%motions

 'ttitudes

'ttitudes

The *ature of

The *ature of Consumer Behavior

Consumer Behavior

The *ature of

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*elf+Concept and <ifestyle

*elf+concept

*elf+concept is the totality of an is the totality of an individuals thoughts and feelings individuals thoughts and feelings a+out oneself.

a+out oneself. <ifestyle

<ifestyle

<ifestyle is ho$ one lives, is ho$ one lives,

including the products one +uys, including the products one +uys, ho$ one uses them, $hat

ho$ one uses them, $hat oneone

thin#s a+out them, and ho$ one thin#s a+out them, and ho$ one feels a+out them.

feels a+out them.

The *ature of

The *ature of Consumer Behavior

Consumer Behavior

The *ature of

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*ituations and Consumer ;ecisions

Consumer decisions

Consumer decisions Consumer decisions result from

result from perceiveperceivedd

pro+lems and pro+lems and opportunities. opportunities.

onsumer pro+lems arise onsumer pro+lems arise in specific situations and in specific situations and the nature of the

the nature of the situationsituation

influences the resulting influences the resulting

consumer $e!a(ior.

consumer $e!a(ior. consumer $e!a(ior.

=sing utdoor Media to Trigger Prolem

=sing utdoor Media to Trigger Prolem 1ecognition1ecognition

=sing utdoor Media to Trigger Prolem

=sing utdoor Media to Trigger Prolem 1ecognition1ecognition

The *ature of

The *ature of Consumer Behavior

Consumer Behavior

The *ature of

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

onsumption has meaning

onsumption has meaning +eyond satisfaction

+eyond satisfaction

of minimum or +asic consumer needs



_{Sym$olic needs}



 &tatus&tatus



 'dentity'dentity



 roup acceptanceroup acceptance

The Meaning of

The Meaning of Consum#tion

Consum#tion

The Meaning of Consum#tion

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